One of the world's biggest brands - and inventors of the mass marketing model.
AT&T engaged Worx in 2007 to figure out how to market a new product.
A product up against an incumbent, with 95% marketshare, and a 20-year headstart.
Our pitch? Don't market AT&T at all. A crazy idea with high risk - that put their's and our a** on the line.
So, we built a man of the people - Bobby Choice - and set him loose to talk about the lack of entertainment choice.
Unbranded ads, billboards, postcards.
Websites, videos.
Big talking and bar hopping.
Our guy caught the attention of the press, the mayor, the competition and the industry.
With a now-responsive audience, we gave Bobby U-verse to try.
And built a contest for others to win it.
The Bobby Choice campaign lasted for one month. In one city.
But quadrupled product awareness. And doubled marketshare in Norwalk.
A better way to connect with an audience that would have otherwise shut AT&T out.

AT&T

Our Bobby Choice campaign for AT&T U-verse quadrupled product awareness and doubled marketshare within 90 days of the campaign launch.

Services Used

Brand Analysis

A better understanding of where you are in the market, and what your opportunities for growth are.

A better blueprint for your ownable brand and how to package it across all channels – both internal and external.

A better optimization of your resources through the full-service integrated agency inside our walls.